Cadillac Aims To Distance Itself From GM

With a bankruptcy and bailout all unfolding over months last year, it goes without saying that the image of General Motors as a brand was tarnished significantly.

Prior to this period, someone at GM had the bright (not!) idea of adding a small GM badge to every one of its vehicles and brands. The company has since made an effort to correct this misstep by removing the badge. For Cadillac though, more needs to be done.

With GM the name that was plastered all over the news for months, it is no wonder that individual brand names Buick, Chevrolet, GMC and Cadillac are viewed much more positively. GM has taken the steps to give those brand autonomy and that is needed if they are to meet success (which, if sales are any indication, seems to be happening).

With Cadillac though the situation is even more important. Every other luxury brand by a mainstream volume manufacturer operates in a mostly separate way from its parent from the public's view. Cadillac has not.

Now Cadillac has undertaken an effort to remove the GM name from association with Cadillac in every way. That includes removing the GM name from marketing campaigns, promotional events like the Red Tag Sale and even from email addresses.  Now (like every other luxury brand)  will run its own promotions, starting with a new ad campaign later this month.

Good news! This should have been done a long time ago though - and its a bit funny that Cadillac is doing this when until recently a GM badge was placed on every Cadillac. Enough with the small stuff though, Cadillac needs to get the products right. That means more products like the CTS and CTS Coupe and less like the front-wheel drive SRX. Can they deliver where it counts? Time will tell.